Heard the one about the vegetarian PT going past a butchers shop?

Is personal training a product?

I always like to have a look at the fitness industry and what is generally going on. The latest things at the moment seem to be personal trainers getting involved in multi level marketing schemes and also the increase in directory style “client” farms (shudder) It seems to all point to the same thing in my opinion. The lack of knowledge about, well, what we actually do in the personal training and coaching industry.

Its quite funny that when you mention the word “sales” to people, it creates a fear factor. The truth is that the sales industry has changed, the economy has changed and well, people have changed. People are less patient and hate being sold too. This is because of the constant barrage of messages that everyone gets on a daily basis. People are not going to stand for sub standard service, especially in the business we are in.

Here is the problem, everyone is product focused. It goes back to the vegetarian going past the butchers shop. You could be selling the best meat in the world but unless you ask me what I am looking for, it doesn’t make a blind bit of difference. This applies to both trainers pitching supplements and trainers trying to recruit clients. The approach of “here is my product it’s great” isn’t going to fly. If this approach does work, the relationship won’t be built on solid foundations and won’t last very long.

Observe and listen

The good thing about observing and listening is that it doesn’t take much research. It’s jutst common sense. Have you ever got on really well with someone? Chances are they just paid an interest in you and listened. This is all you need to do. Look at your audience and find out what they want. The product doesn’t really matter at this point. Show genuine care in people and if what you do fits then it will happen. You have to be incredibly skilled to pull off the “wall street” sales pitch and a lot of people are getting wise to it.

In conclusion, there are plenty of resources on marketing, relationships and also questioning. If I can tell that someone doesn’t really care then most people can. The Gordon Gekko school of sales doesn’t work in the long term. The word sales stems from the concept of “service” & not "fill your boots at everyone’s expense" If you don't understand how to position services, either learn how or well, stop!